Core Insights - Apple is planning a significant overhaul of its flagship product, the iPhone, with major design changes set to roll out over the next three years, marking a historic shift in iPhone innovation [1][6] Group 1: Upcoming Product Launches - The iPhone Air, a new ultra-thin model, will be launched in September 2023, replacing the iPhone 16 Plus and following the strategy of the MacBook Air [2] - In 2026, Apple will introduce its first foldable iPhone, codenamed V68, featuring a book-style design similar to Samsung's Galaxy Fold, which can unfold into a small tablet [3] - By 2027, to commemorate the 20th anniversary of the iPhone, Apple will release the "iPhone 20" with a new curved glass design, moving away from the flat edges used since 2020 [5] Group 2: Design and Features - The iPhone Air will have compromises such as reduced battery life, a single rear camera, and the removal of the physical SIM card slot, while utilizing Apple's in-house modem chip [2] - The foldable iPhone will feature four cameras and will revert to Touch ID for biometric authentication, abandoning Face ID [3] - The iPhone 20's curved glass design is expected to enhance user experience and set a new design standard for the next decade [5] Group 3: Market Strategy and Consumer Engagement - Apple's three-year redesign initiative aims to address the stagnation in iPhone design innovation, which has shifted focus to internal components rather than external aesthetics [6] - The company seeks to reignite consumer excitement and demonstrate that the iPhone remains a core innovation driver for the world's most valuable company [6]

Core Viewpoint - The article discusses Apple's significant design overhaul plan for the iPhone over the next three years, marking a renewed focus on innovation after years of stagnation in external design [5][15]. Group 1: Upcoming Product Launches - In September 2023, Apple will launch the new "iPhone Air," which will replace the existing Plus model, featuring a thinner design [2][6]. - The first foldable iPhone, codenamed V68, is set to be released in 2026, adopting a book-style design similar to Samsung's Galaxy Fold, allowing it to unfold into a small tablet [3][8]. - By 2027, to commemorate the 20th anniversary of the iPhone, Apple will introduce a model with a new curved glass design, moving away from the square edges used since 2020 [4][13]. Group 2: Design Features and Changes - The iPhone Air will follow the strategy of the 2008 MacBook Air, focusing on being thinner and lighter, but will compromise on battery life and camera features, including the removal of the physical SIM card slot [7]. - The foldable iPhone will feature four cameras and will also eliminate the SIM card slot, returning to Touch ID for biometric recognition instead of Face ID [10][11]. - The 2027 model will feature a curved glass design that complements a new "Liquid Glass" interface, aiming to enhance user experience and set a new design standard for the next decade [13]. Group 3: Market Implications - This three-year design transformation plan is a response to the perceived stagnation in iPhone design innovation, which has led to a decline in consumer excitement and the "wow factor" associated with new releases [14][15]. - By introducing distinct new designs, Apple aims to rekindle consumer interest and demonstrate to the market and investors that the iPhone remains a core innovation driver for the company [15].